All mentors

Mariana Racasan

Product Marketing Consultant for B2B tech products | I help first-time PMMs prove their value and build credibility

Madrid, Spain (+01:00 UTC) English, Spanishfrom Madrid, Spain
Usually responds in 1 day
Free
Price per hour
15 min30 min
Time Blocks Available
5.00
13 reviews / 26 sessions
Mon
12
Next availability

Marianna was amazing, she was able to understand my problem with ease and actually gave me some great advice on what to do. She really went above and beyond for me and did a deep dive into what I could do with marketing efforts. If you are looking for help, please do not hesitate to reach out to Mariana. We will be reaching out to here again for more insights.

David Macqueen

Had a great session with Mariana. She was very kind, listened to my situation, and provided some tactical suggestions on a process around sales enablement that could help alleviate some of the pains I'm feeling. It was clear she had both reviewed the specifics of my request and came to the call prepared with appropriate suggestions.

Amy Madden

It really helped to have a discussion with Mariana, especially to unblock me in my current challenges and find the new perspectives. She is very patient and she is really trying to be in your shoes and understand the your situation. I can highly recommend.

Šárka Vaľková

Bio

For 12+ years I've been helping B2B SaaS startups (pre-seed to Series B) stop wasting money on random marketing tactics and start building strategic foundations that actually drive growth. Whether it's defining your ideal customer profile, crafting positioning that differentiates you from competitors, or building GTM strategies that work, my goal is to turn your complex product into compelling messages that consistently attract the right customers. I've worked across industries like developer tools, productivity software, data analytics, and event management—helping teams transition from what I call "Marketing Bingo" (throwing money at random tactics) to confident, strategic growth. * First marketing hire at multiple startups * My sweet spot is pre-seed to Series B stage * Built product marketing functions from zero * Contributed to Zenhub's $10M Series A through strategic repositioning * Expert in developer tools and technical products * End-to-end GTM strategy for both sales-led and product-led growth Good positioning doesn't just help you communicate better, it signals to investors, customers, and the market that you know exactly who you are and where you're going. There's nothing more satisfying than watching a startup finally articulate their value in a way that makes prospects say "we need this now" instead of "interesting, let me think about it." If this sounds like something you're struggling with, I'd love to chat!

Expertise

  • Building a team

    I hired, trained, and managed an in-house team, as well as contractors and agencies outside the company, to meet strategic goals and business objectives while staying within budget. During my time at Zenhub, the marketing team grew from one to 10 people.

  • Content marketing

    At ZenHub I increased organic blog traffic by 63.9% in Q2 2020 vs Q1 2020. I also developed and published 2 eBooks. In June 2021, relaunched Project Management for Teams in GitHub eBook which was downloaded over 635 times in 1 month, average downloads were 170 a month.

  • Email marketing

    I worked for 2 years at CARTO as part of the Demand Generation team where I was tasked to improve our lead nurturing processes. I mapped, planned, and developed the CRM customer lifecycle strategy across all customer touchpoints. This effort increased the demo conversion rate by 20% with nurturing programs by industry and use cases.

  • Go to market strategy

    Designed and executed go-to-market strategies for both product-led and sales-led motions. At Zenhub, I coordinated the strategic launch of Zenhub Sprints alongside their $4.7M seed funding announcement, creating a compelling narrative around automation that drove significant user adoption. At Tinybird, I developed end-to-end sales enablement including messaging frameworks, sales deck narratives, and training materials that improved deal conversion rates across globally distributed teams.

  • Growth marketing

    As the only marketer in-house, I helped Zenhub secure it's first $4.5M seed round through content strategy and distribution, experimenting with new channels for user acquisition, and setting the foundation for the marketing engine.

  • Idea validation

    I help startups validate product ideas and positioning concepts through structured customer interviews, market research, and rapid testing approaches. This includes defining target personas, testing messaging frameworks with real prospects, and using launch metrics to validate market demand before scaling marketing investments.

  • Marketing automation

    I optimized the onboarding experience for Tinybird's product-led growth (PLG) strategy by implementing personalized nurtured emails that helped users stay engaged and return to our platform. This involved designing targeted communication workflows and leveraging data-driven insights to deliver relevant content to our users.

  • Product launches

    At Tinybird, I implemented a process for product launches that streamlined our go-to-market strategy and prioritized our feature releases according to a tiered approach. This framework allowed us to efficiently launch three new products during my time at Tinybird. Additionally, I standardized the messaging briefs for feature launches, which helped our sales team better understand and sell our products to potential customers.

  • Product market fit

    Helped Stashpad pivot from a note-taking app to Stashpad Docs by identifying their ideal user persona through customer discovery and market analysis. Positioned it as a 'minimal Google Docs alternative with markdown support' which immediately resonated with developers. The launch generated 22K docs created, 14K searches, and 3.2K docs shared, hitting #9 on Product Hunt and earning TechCrunch coverage - proving strong product-market fit from day one.

  • Product marketing

    I led Zenhub's comprehensive repositioning and rebranding initiative, transforming market perception from a GitHub extension to a full project management platform. This included developing new messaging frameworks, coordinating with design agencies, and implementing the rebrand across all touchpoints. The repositioning was a key contributor to Zenhub's successful $10M Series A funding round and helped capture market share beyond GitHub users.

  • SEO

    Established Zenhub’s foundation for SEO success by developing a keyword-based content plan and editorial calendar. This content plan has produced a 76% increase in organic non-branded keywords in Top 20 search results and increased organic blog traffic by 63.9% in Q2 2020 vs Q1 2020.

Toolkit

  • Wynter logo

    Wynter

    I use Wynter to validate messaging and positioning with target audiences before launching campaigns or updating website copy. This helps me gather unbiased feedback from real prospects to ensure messaging resonates with the intended audience and identifies potential confusion points before going to market.

  • Ahrefs logo

    Ahrefs

    SEO tool I used for keyword research, monitoring competitors, and building an editorial content calendar that helped to position Zenhub in search engines.

  • HubSpot logo

    HubSpot

    I first started using Hubspot at CARTO in 2016. Since then I used it at every company I worked at. I also implemented Hubspot at two companies: Zenhub and Localistico.

  • Semrush logo

    Semrush

    SEO tool I used for keyword research, monitoring competitors, and building an editorial content calendar that helped to position Zenhub in search engines.

Industries

  • B2B

    12+ years specializing in B2B SaaS marketing across early-stage to growth-stage companies (pre-seed through Series B). I've built product marketing foundations for technical products sold to business buyers, understanding both complex sales cycles and the need to communicate ROI, efficiency gains, and competitive differentiation to decision-makers and technical evaluators.

  • Developer Tools

    Extensive experience marketing to developer audiences across productivity platforms, project management tools, and data infrastructure products. At Zenhub, I repositioned the platform from a GitHub extension to a comprehensive project management solution for software teams. At Tinybird, I crafted messaging for complex data infrastructure that resonated with technical buyers. I understand both the products developers use and how they evaluate and adopt new tools.

  • Productivity Tools

    I've helped productivity platforms like Zenhub and Stashpad articulate their value to users seeking efficiency gains. My experience spans project management tools for software teams and document collaboration platforms, focusing on positioning that emphasizes time savings, workflow optimization, and reduced friction in daily work processes.

  • Data Visualization

    Part of the demand generation team at CARTO, a location intelligence and data visualization platform, where I developed lead nurturing programs and webinar strategies. I understand how to reach technical audiences in the data space, creating targeted campaigns by industry and use case that convert prospects into qualified leads for complex data visualization products.

  • Event Management

    Worked with Let's Do This, an event registration technology platform for endurance events, helping position them from a marketplace to a comprehensive registration provider for event organizers. I developed B2B messaging and sales enablement materials that communicated the platform's value in streamlining event operations, increasing revenue, and creating better participant experiences.

Experience

  • www.marianaracasan.com

    Product Marketing Consultant

    With‬‭ 12+ years‬‭ of‬‭ experience,‬‭ I've‬‭ established‬‭ product‬‭ marketing‬‭ functions‬‭ from‬‭ the‬‭ ground‬‭ up‬‭ and‬‭ helped‬‭ many‬‭ others‬ strengthen‬‭ their‬‭ go-to-market‬‭ foundations.‬‭ Let's talk: www.marianaracasan.com Clients: - Chili Piper: Demand conversion platform 🌎 New York (NY), 💰 $33M in Series B - ActivTrak: Workforce analytics & team productivity 🌎 Austin (TX), 💰 $50M in Series B - Stashpad: Developer productivity tool 🌎 Durham (NC), 💰 $2M Pre-Seed - Let's Do This: Event registration technology for endurance events 🌍 London (UK), 💰 $81M in Series B

  • ActivTrak

    Product Marketing Manager (Interim)
    •activtrak.com/

    Initially joined as interim product marketing support to cover a maternity leave, focusing on maintaining business continuity through product launches and sales enablement. As I integrated with the team, I expanded into strategic work including implementing ActivTrak's updated positioning and messaging strategy across solution pages, competitive intelligence, and core marketing materials.

    Productivity ToolsData VisualizationB2BSaaS

  • Stashpad

    Product Marketing Consultant

    "We started working with Mariana right as we were pivoting our product and she helped us put our marketing foundations in place and successfully launch to our first 15K users. We only worked together for a few months but she had a huge impact on our business." - Cara Marin, CEO & Co-Founder at Stashpad

  • Let's Do This

    Product Marketing Consultant
    •letsdothis.com/gb

    "Mariana has brought a transformative change to how our sales team and event organizers engage with our product. Her content has not only elevated the level of understanding for our sales team regarding the intricacies of our product, its features, strengths, and nuances but has also facilitated our event organizers in using our product more comfortably and autonomously." - Jessie Scelzi, Former Chief Revenue Officer at Let's Do This Let's Do This is the leading consumer marketplace and technology platform built for mass participation endurance events. We help Event Organizers attract, convert and retain their customers through one seamless, user-centric experience.

  • Tinybird

    Product Marketing Lead
    •tinybird.co/

    "Mariana was an outstanding marketing partner for me as a CRO. She did an excellent job corralling our various stakeholders across the company to align on a messaging framework, and she used that to produce very effective sales collateral that enabled our team to win new business." - Yotam Yemini, Former Chief Revenue Officer at Tinybird Tinybird is a data infrastructure product that helps developers build data applications or data services using SQL and the freshest data possible.

  • Zenhub

    Marketing Director
    •zenhub.com/

    Zenhub is a project management and collaboration platform for software teams and organizations looking to scale and get more done.

    SaaSB2BOther

  • Localistico

    Marketing Lead

    Localistico is a local marketing and analytics platform for brick-and-mortar retailers. With Localistico’s intuitive platform, retailers can increase foot traffic to their physical stores and gather better online-to-offline analytics. Localistico enables businesses to control their online presence and manage brand interactions on all digital platforms, from maps to store pages, to launching geo-targeted ad campaigns. Responsibilities: • Set specific marketing goals, direction, and priorities aligned with business target and company strategy. • Responsible for all marketing activities including website redesign and restructure, implementation of a marketing automation tool, lead generation campaigns, and sales enablement. • Work with the marketing team and external contractors to create, deliver, and optimize all marketing materials.

  • CARTO

    Senior Marketing Specialist
    •carto.com/

    CARTO is the world’s leading Location Intelligence platform, enabling organizations to use spatial data and analysis for more efficient delivery routes, better behavioral marketing, strategic store placements, and much more. Data Scientists, Developers, and Analysts use CARTO to optimize business processes and predict future outcomes through the power of Spatial Data Science.

    B2BSaaSOther

  • Lladró, S.A.

    Marketing Associate

    Lladró is a Spanish brand that produces art porcelain sculptures and lighting and decorative creations. A large team of experts craftsmen and artists contribute to the creation of each Lladró sculpture, making each piece an exclusive work. Lladró brand stands for prestige and excellence in art porcelain. .Brand Marketing Projects .Offline Advertising campaigns .Business Development .PR & Event Management

  • Steelcase

    Marketing Communications Specialist

    Hired as an intern in 2013 and hired again in 2015 for a full-time position as a Marketing Communications Specialist. Steelcase is the global leader in the office furniture industry, providing innovative office furniture and technology products. Steelcase works with the world’s leading organizations to create places that amplify the performance of their people, teams and enterprise. .Brand Communication .Web & Social Media .New Product Launch .Event Management .Email Marketing .Marketing Services

  • eRepublik Labs Limited

    Growth Marketer

    eRepublik Labs is a dynamic, innovative start-up which envisions transforming the way strategy games are created, distributed and played by leveraging the power of communities. Focused on creating video games for mobile devices. Built and managed all social media channels for our iOS game ‘Tactical Heroes’, along with email marketing campaigns, marketing, and PR strategies, participating in the branding and positioning of the game. Worked closely with marketing, art, and design teams and collaborated with external media including advertising and PR partners and agencies.

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